Cream is the only online intelligence service that indexes and analyses the world’s media and marketing innovations. Cream’s dynamic architecture helps companies share and reapply ideas and best practice across their global organisations.


Hopping mad

  • Sony Space hoppers inflated by Twitter users
  • Sony

Sony has gone hopping mad. The digital giant is encouraging consumers to blow up space hoppers using the power of Twitter as part of its broader 'Spark Something' campaign to support the release of its Satio TM and Aino TM handsets.

The campaign has already seen Sony conduct the world's first online flashmob, with users collaborating to take-over Yahoo's homepage. The campaign has sought ways to create communal events that link people using only the power of technology.

This time Sony is harnessing the power of Twitter. Hundreds of deflated space hoppers have been arranged on a grid in a secret warehouse. Consumers are being directed to a dedicated website and then encouraged to send a tweet saying #pumpt. This will then trigger a pump to start inflating one of the space hoppers, which the user can watch happen online. Consumers are also being encouraged to tweet in what they would like to do with the space hoppers once they are all inflated with the most imaginative wish being granted, filmed and then posted online.

Already the campaign has seen more than 180,000 virtual space hoppers created by users engaging with the campaign site and a YouTube video has generated more than 800,000 views. So far more than 1,200 people have taken part in six online screen invasions of sites across the globe, using a browser cookie to link their personally created space hopper to their current location.

Have Your Say

Please register to add comments.

Sony Ericsson
Brand Owner:
Electronic Goods
November 2009 - ongoing
Media Channel:
Branded Content,Experiential,Digital,Online

    Cream Shuffle

    Stuck for ideas? Use our automated inspiration tool.

    ShuffleClick to shuffle
    • Maor
    • Israel
    Read more

    Right Brain, Left Brain Blog

    A dream team of industry pioneers from around the world share their expert opinion

    More from the blog

    Yummy - landmine amputee blood on chips

    I am hoping this was a one-off stunt to make people think twice as they go about their daily lives - or perhaps a new strategy from Weight Watchers to frighten people out of eating junk food? via

    Olivia Solon

    Read more

    Taking a pop at Coca Cola

    Traditional drinks manufacturer Fentiman takes a swipe at Coca Cola with its latest ad:

    Olivia Solon

    Read more

    The cult of Marmite

    Marmite's latest campaign sees the elusive "Lord Marmarati" send out two options of limited edition Marmite jars to key bloggers to ask their opinion about which design should be manufactured.

    Olivia Solon

    Read more

    How To...

    Cream guides that help you navigate the changing communications landscape.

    Drive loyalty

    It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category.

    Read more

    RSS Feeds

    What is an RSS Feed?

    Latest news

    Latest case studies

    Best ROI case studies

    Latest Campaigns of the Week

    Latest digital case studies